It is well-known that the rising popularity of e-commerce for everyday goods is driving down foot traffic at brick-and-mortar stores, causing traditional retailers an industry-wide headache. Less apparent to most observers might be the toll this trend could have on impulse brands like Cinnabon, which depends on foot traffic in public commercial spaces for a large share of its sales.

The good news for Cinnabon and other impulse brands is that the rise of e-commerce tech has also brought other digital tools and social platforms that make selling goods more efficient. Street Fight recently caught up with Cinnabon’s president Joe Guith to discuss the challenges his brand is facing these days and how digital and social strategies can help.